| Summary: | 碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 105 === With the development of network technology, the development of social media is increasingly integrated into people's lives, customers explore the social networking site full of curiosity, and it can also be a more proactive way to receive the information; and business are enthusiastic about social media (Such as Facebook, Instagram, etc.) to advertising, so that their ads interspersed between the emergence of user’s friends posts, so that consumers can read the ads unconsciously; how this type of advertising factors will have an impact on the behavior of which kind of consumers that is the topic of this study discussed.
Therefore, this study explore which Facebook provided four parts of the advertising content: social information, name of Business, ad text content, images or videos of advertising, corresponding the four advertising elements: and the relationship strength between user and friends, advertising demands, the way ads are presented and consumers’ brand attitude, combined with the user for their different impact of the products, verification how these influences experience quality, and how experience quality influences experience satisfaction, then find out how the experience satisfaction influence the advertising effectiveness. A total of 493 samples were collected by questionnaires, through the multivariate analysis found that the relationship strength have a positive impact on participation experience quality, the way ads are presented have a positive impact on Participation and fun experience quality, brand attitudes and product involvement have a positive impact on participation, learning, fun and surprise experience quality; through regression analysis, participation, learning, fun and surprise experience quality have a positive impact on experience satisfaction, experience satisfaction have a positive impact on ad click and purchase intention.
The study suggests that manufacturers who want to use the community media to give consumers a good experience and then generate the corresponding click to read and purchase behavior, should focus on the customers which have a positive attitude on their own brand and a higher product involvement, strengthen the effect of the aid corresponding a strong relationship friend and present in carousel and video.
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